- Seven “Lions” were awarded to the advertising projects Fiat has developed around the world: a record for the brand that won with campaigns in the EMEA (Europe, Middle East and Africa), LATAM (Latin America) and NAFTA (USA, Mexico and Canada) regions
- Broadcast in many European countries and centred around the Fiat 500 Cult, the “Yacht” commercial won the Bronze Lion in the “Film” category. It can be viewed on the Fiat YouTube channel
- Star of the film clip is the top-of-the-range version of the iconic 500, which confirms its status of little precious gem accessible to everyone
- Topping off the success in Cannes was the Silver Lion that FIAT USA won and the five Lions – one Gold, two Silver and two Bronze – clinched by Fiat Brazil
“Cannes Lions” – International Festival of Creativity, which each year awards prizes to the most creative and innovative advertising campaigns worldwide, has just come to a close. Held at the prestigious ‘Palais des Festivals et des Congrès’ in Cannes, France, the festival draws about 9000 advertising, design and marketing professionals from 90 countries who take part in many seminars, workshops and master’s courses for one week.
The climax of the event is without a doubt when the “Lions Awards” are given out according to the Olympic standard of qualifications (gold, silver and bronze). The competition is divided into different categories and names the best advertising campaigns in the world. The Fiat brand won a good seven “Lions” at the 2014 edition, a record for the brand in the prestigious contest, with its advertising initiatives launched in three different regions: EMEA (Europe, Middle East and Africa), LATAM (Latin America) and NAFTA (USA, Mexico and Canada).
Featured in the EMEA area is the commercial centred around the Fiat 500 Cult entitled “Yacht”. It picked up the Bronze in the “automobiles” section (one of the areas into which the Film category is divided) in which ten campaigns were entered and only six won awards (three Silver and three Bronze). Created by the agency Leo Burnett and directed by Ago Panini, the film clip was broadcast in Europe and underscored the merits of the brand-new 500 Cult, a little precious gem accessible to everyone. The commercial focuses precisely on its being both a “premium” and a “democratic” car. The first images of the car beckon the viewer to enjoy the small though great things in life, laying aside status symbols, to then reach a surprise finale that reveals all the fresh and irreverent spirit of the 500 icon.
Available on the official Fiat YouTube page, the video clearly illustrates the merits of the 500 Cult in an engrossing manner. This top-of-the-range version (saloon and convertible) encapsulates the best of 2014’s new features, offering an exclusive level of style, technological content – such as the BlueMe hands-free system with Bluetooth and automatic climate control as standard – and performance to the most demanding and scrupulous customers of the Fiat 500 MY 2014. The most important innovations – clearly seen in the commercial – include the newly designed instrument panel with 7″ digital TFT display. This device provides the driver with all useful information and demonstrates, once more, the model’s “trend-setting” spirit, an icon that’s always one step ahead.
Along with the Bronze that the 500 Cult commercial won, the Fiat brand grabbed another six Lions. In detail, the ‘FIATski’ campaign announcing the arrival of the Fiat 500 model in the USA, created by Fiat USA in collaboration with the agency ‘The Richards Group, Dallas’, won the Silver Lion in the Outdoor category. After watching them plunge into the sea in Italy to then resurface on the US coastline in the commercial, the 500s were turned into high-power watercraft to liven up a few summer events such as the arrival of the cruise ship ‘MSC Divina’ in Miami on its first ocean crossing, or at the port of San Francisco during the America’s Cup. The unusual 500 watercraft were also sighted in Huntington Beach (California), venue of the ‘Vans U.S. Open of Surfing’, and on the Chicago River during the Lollapalooza Music Festival.
Lastly, Fiat Brazil triumphed with no fewer than five awards. The ‘Vem pra Rua’ campaign developed by the agency Leo Burnett Tailor Made, São Paulo, on the subject of social responsibility on the road won the Silver Lion for the Radio category and two Bronze Lions, one each in the Brand Content and Print categories. And that’s not all. The digital platform ‘Fiat Live Store’, created in collaboration with Agênciaclick Isobar, São Paulo – an online project that is one-of-a-kind anywhere in the world that provides interactive and real-time connection between customers and Fiat technicians – won a Bronze Lion in the Media category and a Lion in the Innovation category, the first time for a Brazilian company.
Turin, 26 June 2014